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How I made 140,000 my first year in Real Estate

At one point or another – we all started out in the Real Estate world somehow. Whether it be through the family business, our true passion, or even by accident… we all have our paths to this business.

With this in mind, it’s important to consider that we all have one commonality when beginning in the Real Estate world.

We all had to start from the beginning.

Adam Wilson – Photo by Blondy Photography

Before the Holiday season, I sat down and spoke with Adam Wilson – an Edmonton Real Estate agent who has been in the business for a year as of early November.

Adam crushed his first year with a total closed commission of $140,000 –  Taking home roughly 125k, which means that his first year in Real Estate was incredibly successful. Over the course of our conversation, we chatted about his systems – but mainly how he got started in the industry.

Adam initially had an interest in Real Estate when he was fresh out of High School, and looking to make some career moves. He had several friends and family friends in Real Estate, so it was something he was familiar with growing up. From here, Adam made the choice to begin his education in business management. This lead him into several different businesses, which included running his own painting company.

Adam got into management – and worked at a cabinet shop for quite a few years. During our conversation, he mentioned that he did not mind directly managing people, but still felt like his career growth needed more.

This is when Adam decided to make his transition into Real Estate, despite being told that it might not be the best time for him. None the less, Adam dove into getting his license.

Here’s the start of Adam’s first year in Real Estate. Pay attention, because this is where it gets good.

Adam started in a small office of about 20 other Realtors, which was perfect because, within his first few months, he was able to get a lot of mentorship from more seasoned agents.

Adam Wilson - Photo by Blondy Photography
Adam Wilson – Photo by Blondy Photography

Adam was also given a pretty high goal to reach within his first year. When he initial sat down with the broker in his office, he was told that he wanted Adam to reach a commission of $100,000.

Remember, at this point in Adam’s career, he’d only been working in management – and had no experience in Realty until now, and the exposure he had growing up.

Now, before we continue, I want to remind you that Adam made a total of $140,000 in closed commission in his first year in the Real Estate industry.

You can imagine that right off the bat, this seemed like an impossible feat for Adam to achieve. But he did it. In his first year of being in the Real Estate industry, Adam was on track and then surpassed his initial goal. Throughout the year, he changed his target sales goal several times, as he knew he would reach it.

“I never thought it would be possible, but I still had a great year!” Adam had an incredible first year, which surprised even him.

When I sat down with Adam, I wanted to specifically pick apart his process. With such a successful first year, Adam is the anomaly. If Adam can make this amount of commission in his first year, any Realtor should be able to.

So let’s dive into it, starting with Adam’s Lead Source.

Adam has a few different lead sources that contributed to his successful year… one of which included StreetText. StreetText builds custom Facebook ad’s for Adam that helps him reach his target audience in his chosen areas. Leads then filter through his StreetText Dashboard, where he can then follow up with the information they provide.

Within Adam’s StreetText account, he also has access to a 9-Month email drip campaign that he can put any one of his lead on – as well as customizable pipeline creation and much, much more.

From here, we got into the breakdown.

I wanted to pick apart Adam’s follow up techniques, and systems because he has had such a successful year… and because it was his first year – I knew it was important to highlight for any realtor on the same path. We started with his full lead submissions – which means the real estate leads Adam receives that have a phone number, email, and address.

As soon as one of these comes in, Adam begins almost immediately with following up. Below is a walkthrough of Adams full submission process. Keep in mind, a lot went into finding a perfect algorithm for this.

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As you can see, Adam has a straightforward, yet detailed follow up technique for his full submission leads. Adam stressed the importance of consistency and making sure that the initial follow up is within the first few days, and as approachable and casually professional as possible.

Adam also has additional follow up processes for his address only submissions, which are submissions that come into his account that only contain an address and no other personal information. It’s imperative to follow up with these in the right way, as they are valuable leads coming into your account. For Adam, the follow-up consists of a handwritten letter that is personally addressed to their home provided – and delivered within the first few days of the submission coming in.

Adam also explained that this process is something that he is still playing with. Because address submissions are a little harder to manage, there isn’t a perfect algorithm for them due to location, market, and other variables.

What Adam did explain though is that he’ll implement a system for his business and test their success rate. As an example, he’ll implement a follow-up system and try it out for a few months. If this new systems doesn’t yield results, Adam will scrap, tweak and modify the system to see how he can build a successful system.

This isn’t even a key component for Realtors starting out. This is something all agents should remember when implementing any system to their business. Why keep something that isn’t working?

Put a limit on how long you may try something for, whether that be three months, three weeks, or 6 months. Putting firm timelines on your trial systems will help you weed out the unsuccessful systems – on closer to the gold star systems your business needs.

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Adam Wilson – Blondy Photography

It’s important to remember that Adam’s systems took a lot of consistency and determination. Adam mentioned several times that if something didn’t work, he didn’t spend too much time on it. “There’s no point in keeping up with something that isn’t yielding the results you want or need,” said Adam.

So the take away from Adam’s story?

With the right amount of commitment, connections and willingness to grow, you too can have a successful first year in the Real Estate world. Keep building your systems, trying different things, and building contacts. You too can have success. Refine as much as you can, so you too can build a year as successful as Adams.

For more information on StreetText, Facebook Advertising, and StreetText Academy, reach out to us personally! We are always more than happy to help.

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Case Studies On Marketing Strategy

“I’ve gotten more clients out of address only submissions”

Gina Wade holds the key to address only submissions.

In a recent webinar, Gina explained that she has gotten more clients out of address only submissions that she has from a lead with an email address or phone number.

Crazy, right? Traditionally, these are harder to come by, and a lot harder to nurture…but Gina seems to have the system down pat. So the real questions is…how does she do it?

I had the pleasure of chatting with Gina about this system, which she completely deconstructed for everyone to learn. Address submissions are hard to master, take a bit longer and can often not yield the best results. But Gina swears by them, even saying that she’s “old school with address only submissions. I’ve gotten more clients from addresses than I have from anything else.”

Let’s jump into her process and see what techniques you can add to your business, to make sure you’re getting more clients from address submissions.

When an address submission comes in

When Gina initially has a lead come in, she organizes it in a few different ways. She’ll, first of all, provide the lead with an abbreviated CMA so she can give them an approximate home value. Gina mentioned that this document is usually a few pages, and includes all the information they would need to sell – just not an exact value.

From here, Gina makes sure to send the letter with a nice stamp, and in a hand-addressed envelope. Gina mentioned during our conversation that she loves adding fun, and attractive qualities to her letters because it’s more enticing for people to open. She also admitted that its a lot more fun for her!

pexels-photo-261599

Address Submission Follow up

After the initial letter is sent, Gina told us that she waits a total of 90 days before sending an additional letter. We chatted about the importance of giving you leads enough time between your first and second contact, as you want to be remembered, without adding pressure to the conversation.

In this second letter, Gina makes sure to provide her lead with just enough information to want, or need to follow up. This means she’ll ask if they have any questions, if they require any more information, and finishes it off by reminding them that right now is, in fact, the best time for them to sell.

The second letter can be in any style you choose, as this letter doesn’t need to follow any specific format. The purpose of this letter is to reach back out and re-open that line of communication and curiosity. Gina still feels as though using attractive stamps, and a hand-addressed envelope goes a long way – so these are things you can play around with!

For more information, and an example of Gina’s follow up system – click on the link below and download your personal template!

Gina Wade – Follow up letter

Important things to remember

Address submissions are difficult, yes. Even Gina mentioned during our conversation that most of the time, she doesn’t even get an email or phone number from these submissions.

However, Gina is getting roughly 50-100 Address submissions a week, which means that she could have upward to 400 letters sent out in one month.

With that in mind, take a moment to think about how many people out of those 400 will likely contact her back. If you’re dedicated to your practice and put in the time to create and send handwritten letters – the Real Estate Goddesses will reward you with full contacts.

Each of these methods has been proven to work for Gina and can be adapted to your business plan, and style. We recommend whenever downloading documents and systems, to test them out for yourself and change them to best fit your personal voice. Implementing someone else’s methods directly into your follow up structure may not work as well for you, as it did for them.

It’s important to remember to test these and make sure you find the right algorithm for yourself.

To test your market, and to learn more about the many education platforms StreetText has, book a demo with us now! If you wanted to watch Gina Wades Webinar in full, click here to watch it!

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Case Studies On Marketing Strategy

Donna Swanzy – The systems bringing her success

Just as Dave Elhke does, Donna Swanzy has her own unique systems that are working for her and her business growth.

In fact, Donna has a unique approach, that goes against the grain with what is standard in the Real Estate world. She doesn’t call leads.

View More: http://kimhayesphotos.pass.us/donna

Donna closed 6 deals in one month through StreetText, and 12 deals that month in total. Donna did all of this without making a single call to a lead.

If you’re like Donna and prefer not to call people, and to door knock as little a possible…maybe her strategy can help bring your business to the next level. Read below, and see if any of her strategies and systems that you might want to implement into your business practices!

Stage one

Donna initially gets the majority of her leads through StreetText’s custom-made Facebook advertisements. She doesn’t have to monitor these and focuses on what she does best…listing and closing deals.

Once people click on her Facebook advertisement, the leads will filter through her StreetText dashboard for her to address. Donna has a few different systems she uses, including her CRM, and an organized system for her address only leads. Once these are filtered through, Donna begins nurturing each lead.

Stage two

Once a lead comes in, they will automatically get an email from Donna. This email is automatically sent through her StreetText account and is sent once someone requests a home evaluation. From here, the email provides them with all of the information they would need to initially get in touch with Donna.

To download a version of Donna’s initial lead email, click on the downloadable link provided below.

Donna Swanzy – Initial Auto Email

Stage three: Address Submissions

From here, Donna will handle any and every address submission, because no lead goes unturned. She mentioned in our latest Webinar session that she always contacts her address submissions by letter.

Donna highlighted the importance of making this a handwritten, and very personable letter, as well as providing the lead with all the information they’ll require to keep them intrigued to get their valuation.

Just like Dave, Donna doesn’t provide them with all of the information. She provides them with just enough to stay curious and to contact her back. For an example of the letter Donna sends her address submissions, click on the downloadable link provided below!

Donna Swanzy – Reasons to Sell Example

Stage four: Phone Numbers

When Donna receives a phone number, believe it or not…she doesn’t use it. Donna has made it very clear through several conversations her and I have had, that she doesn’t like calling leads, and doesn’t enjoy door knocking.

Donna has continued to be successful, regardless of using phone calls or not. Her personal mantra is that she doesn’t enjoy being called, or talking on the phone, so why should she do that to others?

This system has clearly been working wonders for Donna. Now, it’s important to remember that Donna does eventually call her clients if need be, and only steers clear of calling when the lead is new, and not a client yet.

Stage five: Email Follow up

Donna explained to that her email systems have changed during her time as a realtor. She initially started by sending emails individually to all of her leads, and is now using a 5-week email campaign to contact all of her prospective clients.

Now, Donna uses Peak Producers, build by Brian Buffini as her primary CRM and will filter all of her leads with an email address through this. Once they are put in her CRM, Donna can place each of these on her pre-scheduled email campaign.

All of her emails are built – each lead will receive an email a week for a specific duration. These will vary, depending on content, and what Donna wants to send out that week. Much like Matthew Nicolas, and Dave Ehlke…Donna focuses on changing these emails and systems every few months. That way she keeps content fresh and enticing for her leads.

For examples of content, Donna sends to her leads, download the documents below.

Donna Swanzy – Drip Campaign High Demand Letter

Donna Swanzy – Drip Campaign Informative Letter

Donna Swanzy – Drip Campaign Market Activity letter

Donna is a hard-working real estate agent who has tested systems and seen what’s worked best for her business over time. We always recommend that when you venture into building different systems, that you try out a series of different ones before settling on one system. We also recommend constantly changing your approach and systems so your leads stay intrigued, and educated with the content.

Remember, try something – and if you don’t see results…change it! Systems will always need tweaking and changing, even if they’re successful systems. Take the time to know what works, and build similar systems around those strategies. This will make all your future plans foolproof.

 

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How To On Marketing

5 tips to organizing leads without an assistant

Do you ever feel like you want to do it all, and get it all done your way? Do you truck through your workload with purpose and drive, but occasionally feel bogged down my the amount you have to do, or how you organize your workflow and leads? Do you ever wish you had an assistant to help you through your day to day?

Gift Present Celebrate Party Wrapped Simple Concept

If so, and if you’re the type of person to do it all yourself, then this article is for you. Some people function well without assistants, but at times we understand if it gets to be too much and you become overloaded. To make sure you’re keeping up to speed without an assistant, take a look at these 5 tricks to keeping your life organized and on track so you close as many deals as possible!

Stay cool, calm and collected

Understanding what you can do, and what you’re able to achieve is the first step to getting it all done. After you get each lead through StreetText, don’t panic! Chances are you’ll have a lot coming at you at once, so making sure you stay cool, calm and collected is important before tackling everything in front of you. Start thinking about how to organize your workflow or the areas you know you need better organization. What is stressing you out the most? Start a checklist or a sprint board and focus the task that takes priority. Take things on one at a time, and as organized as possible. Take a few deep breaths and even meditate to refocus your mind.

Take notes

The honest answer to this is not many people use pen and paper anymore. Smartphones have taken over as our primary source of note taking, so start using it to your benefit. Every time I have an important task, grocery list item, or even action item I’ve given myself from a meeting, I’ll text it to myself so I get the notification at a later time. This way, I’m notified of the note and can move the task to a more organized location later. You can even download a different note taking app to see which method works best for your lifestyle. This will range from formal notepad apps to an easy ‘post-it note’ notification. Try a few different things out and see what works best for your lifestyle.

Put things where they belong

Having a home office is great because everything is accessible and always at your fingertips…but clutter can sometimes take over and start to disorganize your day-to-day. It’s important to make sure this space is clear of clutter, and that your virtual space is organized too. Organize your leads any way you prefer, but make sure its a system that works for you. Colour code them, write them out on a whiteboard and erase them when they’ve been contacted. Yes. This takes time and work, but leads need nurturing too. They don’t list without a little bit of work. Click here for some tips and tricks to make your home office that much more organized.

Understand what your priorities are

It’s important to understand what you need to do, when you need to do it. Often times, people pile tasks on their plate. This is great, because it gives you a lot to do, but it’s important to know what tasks need to get done because they are vital tasks, and what can be put on the back burner. Not to say that some of your tasks aren’t important, but some things can wait. It’s understanding what tasks you NEED to be done to keep the ball rolling smoothly. Imagine you’re holding a bunch of different boxes, some big and some small. In order to hold them all, and not drop anything you may need to put some of those smaller boxes down in order to properly deal with the larger ones you’re holding. You can easily move those smaller ones later.

Work-life balance

Sometimes its easy to take home with you, but it’s important to remember that leaving work at work, and home at home will keep you properly balanced. It’s important to stay driven and focused on your business objectives, however, you do need time to recharge to make sure you’re staying focused and successful. Take time with your family, friends or even co-workers. Recharge, and focus on having a healthy mind so you return to work ready to go.

StreetText is here to help you start those conversations. Book a demo with us today for more tips, tricks, and how to generate seller leads on Facebook.

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How To On Marketing Strategy

5 tips on how to turn address only submissions into contacts

It’s much easier to call, email, or text a lead…so why is it so hard for us to go door to door? Why is approaching someone directly such a scary thought? Most of us approach people every day and it’s not at all a big deal. We purchase our morning coffee from a total stranger, we sit next to a total stranger on the subway to work and end our days buying groceries for dinner from a teller we’ve never met before. Every day we put ourselves in positions where we’re interacting with strangers – and it doesn’t seem to faze us. So why is the idea of going door to door so difficult?

We all get address submissions, and they can sometimes be overwhelming. So here are 5 tips for making these interactions much easier, and how to turn them into full-fledged contacts.

pexels-photo-220076

1. Introduce yourself: provide your lead with a bit of information on who you are, and how you’re going to help them.

This can be done in many forms. If you’re feeling incredibly brave, you can introduce yourself in person. This can often be a very successful method for some, however, if you believe you aren’t able to do the bold introduction, say hello through a nice handwritten card, or a typed letter. These are the easier methods for some,  and they also save time. Leads are busy, just like you and I…so dropping off a letter might be a better option when giving your leads an introduction. You’ll have a better chance of getting an email or phone number by adding some personal touches to your address only interactions. Click here to see an example of the methods Donna Swanzy uses to close deals.

2. Use this initial interaction as a way of enticing them, but keep them wanting more – be direct with your purpose and who you are as a realtor.

Provide them with the information they’ll need to bite at the chance to sell their home. Since you haven’t done a walkthrough of their home to know what its true value is, provide them with a few numbers of similar homes in the area or an estimate. If someones interested in selling, they’ll want to know exactly what their home is worth – which means if you provide them with a rough idea of the cost, they’ll want to contact you again to get a firm idea of their property value. Give them just enough in that first letter to make them incredibly curious.

3. To leave a lasting impression, provide them with a small token of your appreciation for reaching out.

This could be a coffee card or coupon for your favorite ice cream parlour. Something that’s personal to your neighborhood and makes your lead think “wow they really know this neighborhood.” Giving them this small item will let them know you’re appreciative of the contact, and make you stand out from the other dozen realtors in your area. You want to have a ‘wow’ factor that makes you stand out amongst the crowd. With this, they’ll be more inclined to give you a call or send you an email about the evaluation.

4.  Provide them with a list of past clients so they can look into contacting people for information.

This will put them in a bit more of a comfortable position when considering selling and when considering reaching out. If your lead can contact past clients of yours to see how you function, how you sell, how doing business with you was, it might allow them to be a bit more comfortable contacting you with follow up information. Word of mouth is a powerful tool, so having past clients talk you up will help with any type of lead you have in the future.

 5. Consider that every lead will be in a different situation.

Empathize, or ask why they’re selling. Get to know the reasons why they want to move on from this specific property. People will appreciate you getting to know them, and understanding why they reached out for the evaluation in the first place will show value and trust. It’s also important to consider that people do things at their own pace. Keep nurturing your address only leads, because people might not be ready to sell right away. Don’t give up on them, and provide them with the support and guidance they may need for making the decision to sell. They might just need it all for a rainy day.

For more information on address only submissions, Facebook marketing strategies, letter examples as well as the best ways to contact your leads, book a demo with us today!

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How To On Marketing

5 Tips to making door knocking that much easier

Does the thought of door knocking make you incredibly uncomfortable? So uncomfortable, that not even picturing your audience in their underwear would help?  Let’s be honest, when would that really help anyone?

If you fall into this category, don’t fret…we’ve all been there. Public speaking and door knocking can be hard, but I assure you there are tricks you can use to make it better…tricks that don’t include picturing people in their underwear.

In this post, we’ll chat about some key things to remember when trying to enhance your public speaking and door knocking skills.

real estate leads generation

1. You aren’t forever cursed with bad public speaking skills

Remember that Public Speaking is something you can get better at. Just because right off the bat you aren’t the Sydney Crosby of public speaking, doesn’t mean it’s something you can’t obtain over time. These are skills that you can enhance, much like riding a bike or getting better at cooking. Take small steps toward your goal. Start with small presentations in front of your friends and family, or play a game of charades to get better at being put on the spot.  Put the time and effort into making yourself a better speaker, and it’ll come with plenty of practice.

2. Don’t focus on yourself, focus on what you have to say

When you approach a leads door with a message, speech, or presentation focus on what you’re trying to communicate. Focus less on your appearance and demeanour.  You might take yourself far too seriously, and to be honest, you aren’t that important. People are listening to what you have to say, and don’t care about your appearance, or if you stumble on a word or two. Before getting to the door, have a clear idea of the message, or questions you’re there to ask. Make sure you know what you’re talking about and be prepared.  Thibaut Meurisse explains that “you’re simply a vehicle for your message. The vehicle isn’t important, the message is.” Make sure the message is clear, and you’ll stand in front of that door with confidence. 

3. Learn how to be comfortable with silence

Why does silence get such a bad rep? There are days where I look for moments of silence just to have a few moments to myself. It’s important to remember that when you’re speaking to someone, silence doesn’t need to immediately insinuate negativity or awkwardness. People often say what they need to say so quickly due to a fear of silence. In doing so, often times the message can be lost, or not hold as much weight as you expected. To avoid this, learn how to accept silence, and not give it such a bad reputation. Own what you’re saying, and command the conversation. Being okay with silence will make you look far more confident in your speaking abilities.

4. Make sure you research

Look, I’ve been through years of education and realize that procrastination exists…but when it comes to your career, and making sure you’re building your brand in the best way possible…do your research. Make sure you show up to any conversation having some idea of what you’re going to say and who you’re going to say it to. Know your lead, do some research on who they are as an individual, and ask them engaging and appropriate questions. If you show up at someone’s door without a clue to why you’re there, chances are that door will close quickly on your face. Be knowledgeable and approach the conversations with insight in your message. Once you have that, people will listen to what you have to say.

5. Practice

I went from being a shy, nervous red-headed girl in elementary school – to commanding presentations in front of CEO’s and VP’s as an adult…(couldn’t quite shake the red hair). It took practice, and PLENTY of time to get this down pat. I can’t even begin to tell you how many times I got up in front of a group of people and crumbled under the pressure. My voice would shake, hands would tremble, and I would forget everything I had to say. This happened once, twice, a little less the third time, and hardly at all come the fourth time. I knew I hated being in front of people and having the spotlight on me, but I also knew I was getting a little better each time. Knock on a few doors and know it’ll be scary at first. But also know that after the first few…it’ll get easier. Take the time to make these interactions something you excel at because it’s important in your industry and for your leads.

 StreetText is all about initiating the conversation. Use these tricks to enhance your communication skills, and start seeing a stronger public speaker and door knocker in yourself. We’re passionate about conversations, but even more passionate about your story and success.

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On Marketing On Real Estate Strategy

How to do effective lead follow-up – Facebook farming Part 3

Facebook farming for real estate agents
Facebook farming for real estate agents 101

Facebook Farming 101

How To Create An Effective Facebook Farming Follow-Up System – Part 3

Welcome to Part 3 of the series teaching you how to do effective Facebook Farming for real estate. In part 1 you learned how Realtors are dominating their markets with Facebook. In part 2 you learned how to generate business with Facebook. Today you will learn how to convert your Facebook leads to clients.

Let’s Get Started 

The most effective Realtors at Facebook farming are the ones that setup simple nurturing and follow-up systems. Realtors Isaac Verge and Darryl Reuter attribute a large part of their success with Facebook business generation to their follow-up systems.

“It’s about making opportunities to meet with prospective buyers and sellers. That’s the toughest part.”
Isaac Verge

Introduction

A whopping 80% of all online leads convert during follow-up. The strategies you will learn here will help you convert more of your leads. Even the ones that didn’t come from Facebook.

In Part 1 we shared a study with you that showed the exact conversion rate of Facebook Leads and why it is one of the best ways to generate new business today. But here’s the crutch. Even though the conversion rate is high, unless you stay in contact with them, there is a good chance your contacts will end up working with another agent. One of the worst feelings is watching a lead you generated working with another agent because “they fell through the cracks”.

You’ve invested the money to setup a system to capture and verify a future buyer or seller from Facebook. But without a nurturing system you may be leaving 80% of your deals on the table. It would be like a farmer growing a crop, harvesting the first day of the season, and then leaving all their remaining produce behind for other farmers.

Business Generation Formula

As a Realtor you know that to grow you need to generate business. Business generation is made up of two parts.

Lead Generation:

Lead generation is about growing your database of prospects. This could be your database of Buyers, Sellers or both.

Lead generation can be done through advertising such as Radio Ads, TV Ads, Print Ads, Listing Inventory, Neighborhood Farming, Facebook Farming, etc. Some of these methods are more effective than others.

Lead Conversion:

Lead conversion is about turning your prospects into clients.

How to setup a system to nurture leads and increase your conversions

Most online leads are in the discovery stage. This is important to understand when setting up your funnels and nurturing systems.

Statistically, 70% of all home buyers and sellers work with the first Realtor they meet.

The aim of lead nurturing is to keep yourself top of mind and your leads engaged. That way, when they are ready to meet with an agent, the person they speak with is you.

Darryl Reuter is implementing this follow-up strategy from his Facebook leads and his business is growing rapidly. In this year alone he added an assistant and a buyers agent.

His strategy is simple. He sends weekly lists of properties to his buyer leads. When he first gets his lead he gives them a call to see that they got what they needed and whether they they would like to narrow their property list down. This creates a conversation and builds trust. If he cannot get ahold of them, the weekly property list emails continue.

As the leads move from the discovery stage to the “interest stage” they contact Darryl asking for more information about specific properties.

As his volume of leads increase so do the number of these inquiries.

He is able to turn these inquiries into meetings by inviting them to his office to discuss their needs. Finally these turn into his clients. He does this week after week.

You can see why Darryl’s business is growing so quickly. The strategy involves 2 key ingredients. Consistent leads and consistent weekly emails. By leveraging his local MLS and StreetText technology he is able to ensure that these 2 key activities are done well without much work on his part.

Here’s the full list of follow-up and nurturing activities in a list:

  • Send an email to each lead inquiry within 5 minutes. StreetText does this automatically for you.
  • Call each lead within 12 hours of their initial inquiry.
  • Add each lead to a weekly email list.
  • Send an email to this list, week after week, without fail.
  • Respond to any follow-up emails and calls generated from the weekly emails.
  • Use follow-up calls as an opportunity to book consultation appointments and convert the lead to a client.

4 tools to help you setup this system

MailChimp is an email marketing tool. It’s simple to use and allows you to have up to 2000 contacts for free. We have some templates that will make it easy to get started with MailChimp.

Your private MLS. Most private MLS’s allow you to setup property lists that get sent week-after-week without fail. This is a great tool to help with lead nurturing.

LeadAssign is a lead distribution tool. It makes it easy to distribute your leads to members of your team. You can set time limits so that if a lead is not contacted within a certain period of time it will automatically be sent to the next agent in your team. That way you know that all your leads are being taken care of.

StreetText is a lead generation software. It makes it easy to manage your Facebook business generation. When you are ready to get started it’s quick and painless. The StreetText team will have your Facebook ads, landing pages and forms up and running within 48 hours. StreetText also provides templates for MailChimp and its lead notification emails integrate with LeadAssign.

The Secret Ingredient

Each of these new clients have the potential to turn into repeat clients and additional referrals. By implementing lead generation and making it part of a “whole” strategy, your business will grow even more. In my experience it takes about 3-4 months to see an initial ROI, but then it grows from there.

Summary

Now you know the tools and strategy to effectively grow your business with Facebook farming. It’s incredibly powerful. Marketing expert Gary Vaynerchuk said this about Facebook, “Facebook ads might be the best digital ad product I’ve seen in 10 years. I’m completely obsessed with them. Targeting to a specific segment using creative that is specifically built for that target is something I’m incredibly passionate about, and I think Facebook delivers on it tremendously.”

In Part 4 of this series we will be looking at 2 case studies of Realtors that are using Facebook to drive the growth of their businesses.

Good luck as you grow your business.

Facebook Farming 101

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On Marketing On Real Estate

How to Generate Real Estate Leads Online – Including a Case Study Return on Investment

Welcome to the complete overview of everything you need to know to generate real estate leads online.

Maybe you’ve heard about how to generate online leads. You’ve been told that it’s important to follow-up within 7 minutes. You may even know that Facebook and Google are good platforms to advertise on. But what can you expect from these leads? Will they bring you business in the slow season? Do online leads convert? How long will it take to make a return on investment and how much time, money and energy will you have to invest?

This article will break the real estate Facebook lead generation strategy down for you. You will learn how it works, why it works, and how long it takes before you will see a return on your investment.

A picture of an evergreen tree representing consistent real estate online lead growth

How to Generate Leads Online:

1. Create an Advertisement and offer something of value to your target audience.

Make sure the message of your advertisement resonates with your audience.

2. Create a landing page where people will go when they click on your Ad.

This page is meant for one purpose: conversion.

Keep it simple, repeat the message you used in the Advertisement.

Have a form that people can submit their details in return for your offer.

Make sure there are no links that might take people away from completing the form.

3. Capture the lead

Store the lead in your database. You will want to be able to collect any notes about the lead, such as if they wanted more information or if they would like to be contacted at a future date.

If possible, track the leads steps through your landing page and form. This will give you a good idea into how interested the lead is.

We offer an amazing program to capture leads online with StreetText. We’ve already done the hard work of implementing the best conversion practices and ensuring your message is right. You can learn more about that here.

Why online leads turn into clients:

90-92% of home buyers and sellers start their process online. We all know this to be true, but do we really believe that? Stephen wrote a very insightful article that explains exactly how online leads work.

In summary, 70% of people work with the first Realtor they speak to. Even though most of us believe that the majority of business is generated through referrals and previous old clients, it turns out it isn’t the case.

Only 12% used an agent they previously worked with and 48% said they found their agent through a referral. 40% used agents they found from online and offline marketing. When you think of the amount of transactions that take place every year in your market, that’s a really big number.

These stats highlight 3 key growth areas for all Realtors to spend time on. Referrals, past/existing clients, and online marketing.

We’ve worked with lots of amazing Realtors, and in my experience, agents are most successful when they have good systems in place to nurture referrals and their client database first. Then once they’ve established those 2 cornerstones in their business they move onto online lead generation.

Many of the same systems that are used for maintaining good relationships with past clients and current ones (assistants, follow-up, email-lists) can all be use effectively to follow-up and nurture leads.

That said, you are unique, and you may very well be able to be successful with Lead Generation as you grow your list of past clients.

How long does it take to make money from online leads?

This is the biggest eye-opener for many people. Leads go through “peaks” and “valleys” of interest. You can read more about the peaks and valley cycle of leads here.

When a potential lead clicks through one of your advertisements and completes your form they are at a “peak” of interest. But, as is normal, life get’s busy and the lead quickly get’s distracted and goes into a “valley” of interest. It may take 2 months, 3 months or even 2 years before that lead moves into a high peak of interest where they then make the decision to enter the market and buy or sell a home.

At StreetText, the average time frame we see is 6-7 months. Woah! You say, “That’s a long time.” It’s true it is a long time, and that is why it is so important to have a good follow-up nurturing system to capture and convert those leads.

One of our clients, Darryl Reuter, didn’t see his first deal close until he had been with us for 4-5 months! Most new agents couldn’t afford this program, that is why it works best when agents are already doing deals every month or so. *Some of our clients have done deals in their first month of using our program, one of the agents using our service even got a client in the first 4 hours of using our program. That, however, is highly unexpected.

Today, Darryl has done numerous deals, and every month the number of deals he does from his StreetText leads list grow. Here’s why.

CASE STUDY: The timeline of online leads explained

If you have a good marketing campaign in place, you will capture new leads each month. As you do the number of leads you collect will grow month after month.

Below I will be referring to a case study we made with real estate agent Darryl Reuter. This shows the actual time frame it took before his leads from StreetText turned into deals. It also highlights the monthly growth as the leads mature into “market ready” buyers and sellers.

Team Reuter
Team Reuter

In the graph below, you will see that Darryl was collecting an average of 4 good leads per month. Obviously the amount of leads you generate will depend on the size of your advertising budget and the competitiveness of your market. Some of our clients are spending thousands of dollars per month on advertising and generate a staggering number of leads.

New Online Leads Added To Your List Monthly
The line in yellow shows the amount of online leads in the email list each month as it grows

With good follow-up you will get in contact with 75% of these leads by phone. 100% of these leads have given permission to be emailed and were added to Darryl’s drip-email campaigns. You can learn how to do the same strategy to convert online Seller leads here.

Now the nature of online real estate leads means that these people are generally starting their search and are in the discovery phase. They are not ready to buy or sell just yet.

Below was the timeline of Darryl Reuter’s leads as shown in green. You can read a complete interview with Darryl Reuter here.

Online Leads take 3+ months before they are ready
The line in green shows the number of leads entering the market. These leads took 2+ months before they were ready to enter the market.

Darryl saw his first deal in 4 months followed by another one shortly after. For privacy reasons the revenue shown here is not the actual amount of the commission, but is shown purely for demonstration purposes. It’s worth noting that these deals resulted in referrals, with the promise of more business in the future.

Below you can see the correlation between the number of leads “maturing” and the number of transactions occurring.

The point at which a commission was earned
The line shows the point that a deal occurred

As you can see in the graph below, his real investment was $1800 by 6 months into the program. Had Darryl stopped 3 months into this strategy he would have spent $900 and had a $0 return. However, by 4 months in he had made more than 5 times return on his investment. Each month his return keeps growing.

StreetText ROI
Investment versus return

Today Darryl re-invests a percentage of each deal he makes from this program back into his marketing budget. In this way he is ensuring his growth continues.

Conclusion:

Online leads are an excellent way of growing your business. The key is to know that online leads can take 3-6 months to convert. At StreetText we see this as a partnership between you and us. You are committing a minimum 3+ months into this system and we are committing our time and resources into you as well. We’re not interesting in making bold claims that aren’t realistic or true. Instead our desire is that every person that uses our tool is successful with it. We provide strategies on our blog, email updates, maintain the system and provide phone and email support. It also means being upfront with what we expect, what you expect, and making sure we are both the right fit for one another. As such, we look for agents of integrity, with a growing business, who believe in serving their clients well and aren’t afraid of rolling up their sleeves to see results.

Once you’ve crossed the “first-deal” chasm the system starts to work really well.

Each month you will have new deals to work with. Darryl Reuter remarked that because of this system he understands why some agents are consistently busy. The key for you to be successful is knowing that you will need to invest 4 or more months before you see your first deal. Having realistic expectations, and setting in place systems to ensure that you have good follow-up and drip email campaigns running each week.

To learn more about StreetText, or to speak with an expert, click here to view the product page.

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On Marketing On Real Estate

5 Steps to Convert Seller Leads Online

proven marketing models for online lead nuturingConverting online leads does not have to be hard, but it does require a strategy.

I have outlined a simple model below that you can follow to attract, nurture and convert online leads. Sound interesting?

You will be successful with this strategy, the key is doing the work. Like going to a gym, you could have the world’s best trainer, but only you can lift the weight and manage your diet. If you are too busy to implement these tasks yourself, then find people on your team that can take leadership roles and are accountable to the actions (like making phone calls), not the results (how many converted).

The reason is that everybody can control/influence their actions, but no one has control over if/when someone else chooses to do work with them.

Alright, let’s get to it.

“Activity breeds results”

Here is a strategy for converting online home seller leads into listing appointments. It works over and over again, provided the steps are followed.

1. You need to attract seller leads.

It doesn’t matter what technique or channel you are using to attract sellers online. If it is working keep doing it. This article assumes you already know how to generate seller leads online.

2. Follow-up with all lead inquiries immediately with these 3 objectives.

Send all leads an email that…

  • Remind them how they found you.
  • Layout the next steps that you want them to take
  • and build rapport

Follow-up as quick as possible. Real Estate demands an irregular schedule. Agents that are most successful with this strategy have an assistant or system make the initial follow-up.

Remind them how they found you

Start your email with a quick reminder of how your lead found you. This is important, as crazy at it sounds, often people forget that they made an inquiry as life can get busy.

“Thank you so much for coming through my Facebook Offer”

Layout the next steps

Next, you will want to highlight the next steps your lead can expect from you and what you need from them. Here’s an example snippet you could include in an email. You could say the same thing on a phone call as well.

“Thank you so much for the information you provided, I am currently researching the property and will most likely need a few more details so please expect a call from me in the next hour or two.”

Build rapport

First, get people excited about the market.

Your timing couldn’t be better, currently the market has really started heating up.”

Then create trust by communicating your intentions, professionalism and trustworthiness.

Just a reminder that this is complementary and completely confidential. Also I do not expect you to “list” your home right away, I am more than happy to provide you the exact value of your home so that you can get an opportunity to see what level of service I provide for my clients. “

Finally, include a testimonial. A positive referral creates the best form of business, and a strong testimonial is a close second. It shows the fact that someone else is putting their reputation on the line to recommend your services.

I know you do not know me yet but I wanted to share this quick testimonial with you from a past client, feel free to learn more about me by clicking this LINK.”

Closing remarks

End every email with an action step. This keeps the conversation between you and the lead alive – and it keeps the momentum moving in the right direction.

“Looking forward to chatting shortly, and if it is more convenient for you to send me photos of your home so I can see inside instead of a walk through feel free to reply to this email with those pictures. 

Your Name
Phone
Brokerage

p.s. As a bonus to help you keep a pulse on the market I will keep you posted periodically on properties selling in your area.

With StreetText you can setup an automated email response that is sent to every lead inquiry on your behalf. This way it doesn’t rely on a busy person having to send it.

3. Make the phone call

You can choose to make the first call yourself, or have someone on your team do it for you. Darryl Reuter keeps a list of all his inquiries with him so that he can follow-up through the day while driving between showings. Whereas Isaac Verge has his assistant reach out to all prospects via phone on his behalf. Find a follow-up workflow that is executable for you, your team and schedule.

If you get voicemail

You: “Hi (First Name), this is (Agent) with (Company)

You went through my home valuation site and requested the value of your home, could you please call me back at xxx-xxx-xxxx or feel free to respond to the email I sent you today.”

When they answer

Here’s a good script that you can use when making your phone call.

Lead: “Hello,”

You: “Hi is this (Their Name)?

Great, this is (Your Name) from (Brokerage) you had requested the value of your home.

Did you have a chance to go through my email?

Lead: “No”

You: “That is okay, when you get a chance I recommend taking a quick look at it. And just a reminder this is completely free, confidential and I do not have any expectations that you will list your home. But I do have a few questions about your home to help prepare that evaluation for you..”

Lead: “Okay”

— If they are interested, keep going with this

You: – Go into what you found so far, what you need and try to set up an appointment to hand deliver the valuation. If they ask for you to email it, say yes, and then ask what works for you to call back and review it with them over the phone.

— Or, if they are respond that they were only curious

Lead: “I was just curious”

You: “That is totally fine, I will be able to send you a range on your home that should be pretty accurate. And as you get closer to selling I will, for free, be able to come through and give you a super accurate price closer to that time frame. As the price of course could be different then than it is today.

Oh and by the way would you like me to email you occasionally properties that sell in your area so that you can keep a pulse on the market?”

— Continue the conversation

4. It actually does not matter if you get them on the phone. Add them to your email campaign. 

The reality is that it is hard to book an appointment in the first phone call.

This is good news believe it or not, why? Because it is the reality, so knowing it helps set your expectations. And because it does not affect your conversion rate.

As important and great as that first phone call is, you do not have to rely on it to win the listing.

Because of these two principles:

  1. Online Lead Dilemma: Leads that come online are often start their search 10 weeks before they are willing to take action.
  2. Peaks and Valleys: Leads go through peaks and valleys of interest as they approach that “action” and it can change suddenly, what you need to do is position yourself as the agent they chose when they take action.

Next, add your prospect to your drip email client. Make sure you have email permission first. With StreetText we make sure that we ask all your leads for email permission.

We recommend MailChimp if you don’t have an drip email client. It’s free for up to 2000 subscribers.

Watch a quick video of me explaining how to do this with MailChimp

Here’s why drip email works.

For example: Jane (a potential home seller) fills out your Seller campaign because her husband and her are bouncing the idea around of selling in the summer. However they consider themselves curious at this point and not motivated. They do not want to “waste an agents time.” They become your lead, you leave a voicemail and add her to your weekly “Why did it sell so fast” email. You email her weekly so she has a pulse on the market. 5 weeks in her husband receives a promotion and they decide to list their home, and reach out to you.

However you did not manage to get her on the phone and your first interaction is 5 weeks after the day she became a lead. 3 weeks later you have sold their home and have an offer on a new larger home.

This is because of two more principles:

  1. 70% of people will work with the first agent they speak to.
  2. Providing short valuable emails start conversations when a leads hits a peak interest point.

5. Set the frequency of your emails and stick to it.

Pick the same time and day of each week or every second week. I recommend setting a reoccurring reminder in your calendar.

Darryl Reuter uses this very strategy. His assistant sends out emails every week to his list. As his leads request more info he is able to tailor the content for their search.

In his interview on adding consistency to his business Darryl says, “I’ve seen the backend of it start to snowball where we have a few hundred people now that are on the foreclosure list, or another list that we’ve setup for them, and that’s just starting to come back to me big time. People see the branding now, they see it every week. The ratio of emails I get back every week are starting to go up. ‘Hey, I noticed this one… what about this one… could you show me this…’ We are getting interaction almost weekly now where before it was just sending out the list to people.”

The 5 steps above work, follow them to grow your business.

6. BONUS: IDEAS

Here’s how you can take this strategy above and beyond.

  • Hand deliver or mail the CMA.
  • Mail a hand written thank you note: “Thank you so much for the opportunity to do an evaluation on your home, whenever you are ready I would love to complete the evaluation for you”‘
  • Add their property address to your mail outs marketing campaigns.

Conclusion

Hope you found this model useful. Wish you the best in your business. Feel free to investigate StreetText and how we can help you grow your business.

Gary Keller who wrote The Millionaire Real Estate Agent (Highly encourage you to read this!) lays out a powerful concept.

It is best to work from proven models and then once the model is in place you can further innovate the model. In other words rather than reinventing the wheel follow what works, and then innovate on top of that to go further.

To learn more about why online leads are so important to your business read Online Leads Dilemma.

Complete Email Script

"Thank you so much for the information you provided, I am currently researching the property and will most likely need a few more details so please expect a call from me in the next hour or two

Your timing couldn't be better, currently the market has really started heating up.

Just a reminder that this is complementary and completely confidential. Also I do not expect you to "list" your home right away, I am more than happy to provide you the exact value of your home so that you can get an opportunity to see what level of service I provide for my clients.

I know you do not know me yet but I wanted to share this quick testimonial with you from a past client, feel free to learn more about me by clicking this LINK.

Looking forward to chatting shortly, and if it is more convenient for you to send me photos of your home so I can see inside instead of a walk through feel free to reply to this email with those pictures.

Your Name
Phone
Brokerage"

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Interviews On Real Estate

Realtors – How to get consistent monthly deals – An interview with veteran Real Estate Agent Darryl Reuter

Darryl Reuter is one of those agents that is consistently busy. But he wasn’t always that way. He says one of the most frustrating things in the industry is when a busy month is followed by a lull. Real Estate is unpredictable. Sometimes it’s easier to find the perfect location to buy a home than it is to find the location of a qualified buyer or seller. That’s why Darryl started working with us. “I was looking for something that could provide consistency in the business” says Darryl.

Fellow co-founder Stephen and I sat down with Darryl Reuter to ask him about his secret to creating consistency in his Real Estate business. He’s given us permission to share his story with you, so you can learn how he is using systems, technology and good ol’ fashioned hard work to ensure he has a new deal in his pipeline each and every month.

Darryl Reuter

Before we get started, here’s a brief snapshot about Darryl Reuter.

Darryl is a 12 year veteran of Real Estate. He’s won numerous industry and community awards including being a finalist for City of Kelowna Civic awards and Honours for Community Involvement and Leadership that was featured this year in REM online. Darryl is actively involved in the community, is passionate about helping others and he’s also one of the nicest people you will ever have the good fortune of meeting.

Darryl will be the first to say that he’s a normal guy who happens to like helping people find homes. “By nature I’m a very helpful person, and in doing real estate I get to help people make the biggest decision of their life financially. That’s my goal and that’s what I keep in focus when I am dealing with clients.”

What has been your biggest frustration in Real Estate?

“I think consistency. I think any Realtor deals with that as a problem where, I call it riding the wave, where you are busy one month and you are forgetting to prospect or to keep those prospects and then the next month you’re in a lull, and nothing comes after that in the following month. I think that consistency is the key to it and obviously it’s the biggest frustration for a lot of people.”

Darryl’s been with us for just over half a year now, so we asked him what his most eye-opening revelation about this process was.

“It’s funny because I’ve always seen a few agents around town, or in different towns, that seem to do really well and always have consistent deals coming through. And now I’m starting to realize it’s because they have something like StreetText setup. Doing some sort of online lead stuff. So it’s good, I’m glad to be getting that sort of consistency and getting that too.”

When was your best year?

“Last year was my best year and this year I’ve already done two-thirds of what I did that year, and it’s only four months in. I’m assuming this year will be my best.”

How many months was it before you saw your first deal from StreetText?

I think it took 4 or 5 months before I saw my first deal. A lot of it was tweaking the process and just the sheer number thing – a percentage of the leads work out.

In terms of marketing currently, where do you allocate your marketing dollars?

I do a little bit online through our own website. I don’t do a whole lot of print advertising, just enough to keep my name brand up there, some people still like that. I try now to put most of my money into lead generation with StreetText.

What’s the worst call you’ve taken?

“Give me a second to think about this… I don’t think I’ve had any really bad ones. I’ve had a couple people hang up, but I don’t think I’ve had anybody be overly mean. They are asking for information so you are just following up with them. A lot of times it takes a bit to break the ice with people if they are standoffish right away. That’s probably 80% of the calls. They act like they are busy, or they are this or that, or it’s a big inconvenience, but if you can quickly identify with them on a personal level they tend to chill out a bit.”

What’s the best call you’ve taken?

“I don’t know if it’s just one call, but there are a few I’ve been on where they are extremely happy that you are there to offer them something. ‘Oh I can setup this search for you to find whatever kind of home you are looking for in your price range and we can automatically email you the listings right away.’ Some people are just extremely happy that you will do that for them. It’s not a lot of work, obviously, but that’s a good call.”

What’s the process that you go through with your staff to handle the leads on the other end?

“Timing is always the biggest thing. You want to try to call them as quick as you can. I don’t call them at night or on the weekends. I will usually call on the next day, that way I know they have the information that I’ve sent them by then. So we do a follow-up call. Sometimes if we don’t get them with a follow-up call we will send them a text message. If that doesn’t come back to us then we send an email.”

“There’s a few people that we’ve gotten through StreetText where I show them a couple houses a month, where we physically go out and see some stuff. Those people don’t need to be harassed three times per week as I’m talking to them once every week or two at least.”

Can you talk us through the systems you have in place when a lead comes in?

“Basically when I show up in the morning there will be a list that my assistant has printed off. I can take that list with me and make phone calls from the car. I do my best to contact those people throughout the day. I mean you can get busy stuff can get dropped and that happens, but I will make little notes on the piece of paper and come back.”

“Then at that point we are putting them into a funnel. Whether they are going to go onto their own auto-email and I have their permission to do that or they stay on our weekly foreclosure list because we couldn’t contact them or I will follow-up with them again for whatever reason.”

How critical has your assistant been in the process?

“She’s been great, especially with the follow-up part. We send out multiple emails to hundreds of people now that get our stuff every week. So she does the search every week, sends that out. Sometimes she will write a little blurb to go along with it, and sometimes I will write it.”

Team Reuter Real Estate

How do you identify the leads that are worth following up with?

“Anyone that I’ve had a good conversation with. Anyone who has expressed gratitude that we are helping them out with this kind of information. Those ones are obviously good ones to deal with. We can phone them back with any good information.”

“Often we will try to identify if people are first time home buyers and then I offer to send them our First-Time Home Buyers Package with information on anything that they need to worry about. They appreciate that as they often don’t know where to start when they haven’t bought a home before.”

“I try to identify with somebody what their needs are, I try to get them some information tailored to that. I think that those are the good ones. You can tell the tire-kickers where there is not a lot of interest or, ‘Oh you know I’m interested in this, but we’ll see…’ They still get put in the funnel, we still want them getting our stuff, but we might not spend as much attention on something like that.”

What would you tell someone considering this strategy?

“I think you’ve just got to stick with it. It took 4 or 5 months before a deal came through, I’ve done numerous now and working with half a dozen A’s where these people are ready to do something.”

“Also, I’ve seen the backend of it start to snowball where we have a few hundred people now that are on the foreclosure list, or another list that we’ve setup for them, and that’s just starting to come back to me big time. People see the branding now, they see it every week. The ratio of emails I get back every week are starting to go up. ‘Hey, I noticed this one… what about this one… could you show me this…’ We are getting interaction almost weekly now where before it was just sending out the list to people.”

What are the timeframes of your database of leads?

“Some people will be ready in a month, some people will be ready in 2 or 3 months.”

“I have one prospect that is 2 years out. He checks his email every week and I talk to him every month… that is going to turn into a deal. I am going to need a deal in 2 years from now, same as I need a deal right now.”

Thanks very much for the interview Darryl, any final words?

“The biggest focus of my business right now, is building up my database. Everybody talks about how much money they are making per deal. The money has nothing to do with it for me. It’s how many clients I can get in there… and that’s another one from my database that I can get referrals from or a deal down the road. I’m in that phase of my career where over the next 5 to 7 years I want to keep that business growing. It’s good for me for that, I’ve got hundreds of people on there.”

Team Reuter

If you resonate with Darryl’s Interview and would like to learn more about how StreetText can help you add consistency to your business, click here to visit our product page.

To see more of the interview click here to watch the video.

We would love to hear your thoughts in the comments below. What are you doing to add consistency to your business?

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